Many firms in UAE ‘use AI on wider scale’
- Last updated: May 29, 2025 | 11:06
Jamil Khan, Senior Reporter
The AI (artificial intelligence) in the fields of creativity and marketing has been widely recognised as more firms in the UAE and beyond are using the tools as meaningful and effective on a wider scale.
This was stated by William Li, CEO of FancyTech while addressing the award ceremony and honouring the winners of FancyTech A&M (Advertising & Marketing) Awards.
The awards ceremony took place at JW Marriott Hotel Marina, Dubai, gathering more than 40 nominated brands and industry experts from across MENA and key international markets.
The awards, known as THE TAG, mark the first regional recognition platform solely focused on creative excellence in retail advertising and marketing campaigns.
“Partnering with the A&M Awards reflects our commitment to championing innovation that embraces personalisation-at-scale,” shared William Li. “It’s about recognising how AI, creativity, and marketing expertise converge. This year’s winners remind us that great marketing always needs to be targeted to become more meaningful and effective.”
This year’s awards highlighted outstanding examples in localised content, customer engagement, and personalised promotions. Winners were selected from diverse industries, such as retail, e-commerce, financial services, creative agencies, and real estate.
“We used to spend the entire budget on one or two sets of creatives,” says Lolen Windra, CEO of Space and Shapes, an AI Marketing Ecosystem Partner Award winner.
“Now, we can produce several sets on the same budget. We tell our clients that with FancyTech, it’s three times more cost-efficient and two times faster than traditional production.” This annual award spans 14 categories, such as AI Marketing Excellence Award, Most Admired Retail Campaign of the Year, and Most Admired Retail Launch Campaign of the Year, among others.
Awardees are selected by an independent, cross-disciplinary jury with representatives from the Yale School of Management, Interbrand, Dubai Design District, Mullen Lowe Lintas, and the BPG Group.